ADVERTISING: Communication Response Models and Involvement.

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Presentation transcript:

ADVERTISING: Communication Response Models and Involvement

THE COMMUNICATION PROCESS Source Message Receiver The first model of communication:

Sender Receiver Meaning Fields of Experience A second model of communication: THE COMMUNICATION PROCESS

A third model of communication: Sender Receiver Message Encoding (Meaning) Decoding (Meaning) Feedback THE COMMUNICATION PROCESS

The Semiotic Perspective Object Brand such as Marlboro Object Brand such as Marlboro Sign or symbol representing intended meaning (Cowboy) Sign or symbol representing intended meaning (Cowboy) Interpretant/ intended meaning (masculine,rugged individualistic) Interpretant/ intended meaning (masculine,rugged individualistic) Object Brand such as Marlboro Object Brand such as Marlboro Sign or symbol representing intended meaning (Cowboy) Sign or symbol representing intended meaning (Cowboy) 3 parts to every marketing message

Symbolic meaning?

INVOLVEMENT Decoding is ACTIVE –That is, it requires EFFORT –When will people to spend effort? 1. When they CARE about what you’re saying personal relevance This is the concept of INVOLVEMENT The personal relevance of the product interest, price

Elaboration Likelihood Model Petty & Caccioppo –Two questions: Motivation to process? Ability to process? –When YES to both: HIGH elaboration Central cues product –When NO: LOW elaboration Peripheral cues - source or ad

17-13

17-14

15-15 High Involvement Models © Copyright 2008 Pearson Education Canada

Alternative Hierarchies Low Involvement Model Dissonance/ Attribution Model Do Feel Learn Learn Do Feel Lower Involvement Topics

Activity Develop THREE ads for toothpaste using ALL 3 hierarchies: –High –Dissonance –Low

Quote of the Day If your advertising goes unnoticed, everything else is academic. William Bernbach (DDB)